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Emotion trumps humour in Super Bowl LI ads
During this year's Super Bowl LI, nearly three times the number of social media users engaged with brands associated with emotional commercials rather than the brands tied to more humorous TV spots, according to new data from Experian.
Looking at 10 of the most talked about commercial spots during the Super Bowl, Experian leveraged its Social Media Analysis to dig deeper into the core demographics and social behaviours of the consumers who engaged with these brands and categorised them into two segments: emotional and light-hearted.
Here's what they found:
The emotional heart strings ads:
More than 52 percent of the consumers who interacted with these brands on social media were women and nearly 28 percent fell between the ages of 26 and 35.
These consumers were 15 percent more likely to be single than the average social media user and were also 1.91 times more likely to reside in Washington D.C.
The types of social media handles these consumers were more likely to follow, included sports organisations, soccer teams and leagues, and magazine brands.
The hashtag these consumers were more likely to talk about than the average social media user was #travel and they were more likely to mention @nytimes in social media posts.
Commercials with a funny bone:
More than 54 percent of social media users who engaged with the brands tied to the light-hearted commercials were men.
These consumers were also 26 percent more likely to be single than the average social media user and 1.55 times more likely to reside in Washington (state).
The types of social media handles these consumers were more likely to follow, included NFL and football enthusiasts, WWE, and technology influencers.
The hashtag these consumers were more likely to talk about was #sweepstakes, while they were more likely to mention @shawnmendes than the average social media user.
For more insights and further analysis, click here.
Check out some of favourite ads from this year's Super Bowl LI here.
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